Instagram Ads success story · Mortgage and real estate platform

How Rocket lifted ad recall 14 points with creator videos on Instagram around the Super Bowl.

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Rocket used its Super Bowl commercial to relaunch its brand around one idea: helping everyone home. On Instagram it ran video partnership ads with 30 creators before, during and after the game, and reached 48.2 million consumers.

Business: Rocket
Market: United States
Goal: Mass awareness around the Super Bowl

Happy couple carrying moving boxes and a plant into their new home

The results.

Meta did not publish a comparison campaign. A brand lift study compares people who saw the ads with a similar group who did not, so each lift is the difference the ads made.

14-pointlift in ad recall
12-pointlift in conversations about Rocket and the Super Bowl
2.8-pointlift in favorability
48.2Mconsumers reached at a 3.89X frequency

Meta Brand Lift study, February 8-13, 2025. The conversation lifts (12 points about Rocket and the Super Bowl, 11 points in general conversations about Rocket) were measured by Meta’s incrementality methodologies that track the lift of certain keywords in posts and comments. Ads shown to US adults aged 18 and over in Instagram Feed, Stories, Reels and Explore.

The challenge.

Rocket Companies is a Detroit-based financial technology platform with mortgage, real estate and personal finance businesses, best known for Rocket Mortgage. In February 2025 it relaunched its brand with a Super Bowl commercial built around everyday Americans and the emotions of owning a home.

A Super Bowl spot gets enormous attention for one moment, then the game moves on. Rocket wanted to stretch that moment across the days before, during and after the game, and reach people where they actually spend time, with a message about making homeownership more accessible.

Recruit creators30 creators film relatable homeownership moments.
Run partnership adsPosted from Rocket’s account and each creator’s.
Cover the whole gameBefore, during and after, February 8-13, 2025.
Measure brand liftRecall, favorability and conversation lifts.

What they did.

Creator video partnership ads · Instagram Feed, Stories, Reels and Explore · Advantage campaign budget

30 creators, one story: Rocket worked with 30 diverse creators on relatable homeownership moments, such as a creator getting ready to host a watch party in her new home. Ads ran before, during and after the game.
Partnership ads: The videos ran as partnership ads, posted from Rocket’s account and each creator’s, so they reached the creators’ own audiences as well as Rocket’s.
The same song everywhere: The creator ads reused the song from the TV commercial, and Instagram featured that song during Super Bowl weekend so people could add it to their own Reels and Stories.
Every Instagram placement: Ads went to US adults aged 18 and over in Instagram Feed, Stories, Reels and Explore, with Advantage campaign budget moving spend to the best-performing ad sets in real time.

Why it worked.

Our read on the decisions behind the numbers, and what any business can take from them.

Creators carry the message further: Each creator brings an audience that trusts them. Thirty creators meant thirty different ways into the same idea.
TV and social worked together: Reusing the commercial’s song tied the creator videos to the big-game moment, so each one reminded people of the other.
Before, during and after: Running ads across the whole weekend caught people building up to the game, watching it and talking about it afterward.
Judged on the right yardstick: For an awareness campaign, recall and favorability are the goals. A brand lift study measured both, plus how much more people talked about Rocket.

How we would run this play for your business.

You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our instagram ads management.

Your own big moment: You do not need a Super Bowl spot. A grand opening, a local festival, a sponsorship or a season launch is a moment we can build creator content around.
Creators and partnership ads: We find creators who match your customers and run their videos from both accounts, so you reach their followers too, through our Instagram ads management.
Every placement covered: Vertical video cut for Reels and Stories, plus versions for Feed and Explore, so the campaign shows up wherever people scroll.
Turn awareness into leads: Awareness pays off when the follow-up is ready. We pair it with lead ads in our Meta ads management and with Google Ads for the searches that follow.